Discuss about the Innovation Plan that the Fletcher Building Organization needs to go through.
The organization that has been selected for this report is the Fletcher Building. This organization mainly deals in the making of several or various construction tools or products and services. The services that are offered by this organization include distribution or selling of construction products and their services include land development, mainly residential land or even constructions (Seltzer and Mahmoudi 2013). It is the building industry with which Fletcher Building is associated and by size it is quite huge since it has its subsidiaries as well in countries or places like Asia, America and Australia with about 20,000 workers working globally (Gobble, 2013).
Fletcher Building is one of the most popular and reputed building material companies in New Zealand and therefore it is important to properly analyze the external environment of the organization and how the external factors impact the organization. PESTEL analysis can be done here for a better understanding of the external environment (Gobble, 2013).
There are several opportunities for innovation like in the production process or the manufacturing process, the marketing campaigns, the management process and also in the personnel department. These opportunities for innovation are associated with the growth of the organization (Cai and Liu 2014). Technical factors like better marketing strategy and understanding all the marketing tools is required here for developmental purpose. Kotter’s change management model that has 8 steps can also be used here. It mainly targets at bringing change in the organization, gradually, enabling the change changing and then implementing it.
The company can bring in innovation in the construction of environmental sustainable buildings that offers several advantages. The renewable power cost installations have been falling and the current advances in the sustainable design might facilitate to enjoy benefits like solar installations can generate power on-site for off-setting the operational costs. More of the effective layouts would allow cost-effective cooling and heating. Sustainable building materials restrict the influence of the fresh construction on the natural environment. In the present scenario, the construction companies like Fletcher Building have been surprising the property owners with the full-range of the options of building control and automation. Smart buildings have been offering superior flexibility and suppleness through usage of the incorporated digital and mobile technology for improving the security on-site, controlling and regulating the climate along with on-site communication. Fletcher Building can also rope in pre-fabricating elements of building, a trend that is structuring the commercial assembly industry. Unlike the predictable methods of construction that takes in the facilities of construction, pre-fabricating construction and methods of assembly are dealt within protected environments offering better effectiveness and safety.
Innovation in the marketing field can be done by the help of digital marketing policy that requires the active usage of social platforms and also online contents, blogs and so on that can be fruitful in the betterment of the organization (Union 2014). Innovation in the marketing field is justified because it is related with the overall growth and development of the organization and is also related with the better exposure and better focus on the organization. The selected innovation is justified here since this innovation or the innovative step is related to the development and the growth of Fletcher Building. Innovation will usher in many opportunities and thereby it will help in the positive marketing of the organization. The opportunities include communication with more number of people in terms of business, better exposure and also the advent of contemporary business techniques (Seltzer and Mahmoudi 2013). Innovation is essential for a company of the stature of Fletcher Building whose objective has always been in running the best possible products of building and the construction of businesses, taking the advancement of consumer in ensuring businesses are worth more mutually. Their method of delivering the values of customers through the market-leading solutions is only possible through technological and product innovation like the pre-fabricating materials and sustainable building elements. Property owners have been investing a lot in getting the best possible constructions for living a comfortable life. Every innovation that the company wants to bring in should be aligned with their values of being bold, playing fair and intended towards the benefit of customers. This industry is highly competitive and if Fletcher Building is not indulging itself in upgrading its technological innovations and factors then the company would lag behind in the market. The property owners can switch over to other good companies that exist in New Zealand as competition is tougher and companies more or less align in distributing the same sort of services and products.
Recommended strategies that needs to be followed or are essential in the marketing field include the social marketing strategy, engaging people, creating visibility and exposure. Technical know-how like search engine optimization in social sites, trend analysis, using ad sense and so on is also required (Ahern, Cilliers and Niemelä 2014). These strategies will overall increase the reach and the visibility of the organization and will also help the organization to reach to the masses and crater to the distributor, stakeholders, suppliers and so on and thereby will definitely help in the advancement of the organization and will also help in the revenue earning aspect of the organizations (Leeuwis, 2013). Recommended things to be done in this field include creating interactive blogs, contents and videos can also be made that will be an added benefit in this scenario (Union 2014). It is also recommended or suggested in this aspect that demo or trail services to the suppliers to buys the equipments from Fletcher Building can also be initiated and this will be a part of the marketing campaign since this will arouse the interest of the buyers and will also attract large scale investors or dealers or project makers (Seltzer and Mahmoudi 2013). It is also very much recommended that the organization can take traditional path to publicize their works, their business or their organization through the process like, direct messages, hoardings and so on. This will also be beneficial for those who are not much aware about the social platforms and will help in catering the interest of the local dwellers of the various regions of New Zealand (Leeuwis, 2013).
There can be some ethical issues as per the suggested innovation plan since this plan is all about the usage of the right technological and digital innovations related with the online usage of social platforms and thereby it can be said that any infringement or interference with the personal and the restricted information is not desirable here and can give rise to ethical issues (Leeuwis, 2013). Ethical issues are important for every company to focus on as breaching any would land them into deep trouble. Moreover ethical issue is a factor which if the company violates would lend them a bad name in the market. Fletcher Building is a company that has been in the business in New Zealand and many other countries for years, successfully completing the projects, having longer history of productive and continuing relationships within their business, shareholders and the communities they serve. The company has been able to institute a track record of formidable nature, having a strong reputation of strong governance along with keeping their investors informed and engaged in the ways they have been making money. It is important and ethical on the part of the company to let know the people that matters about the ways they have been going about business, their future plans and the path they would follow in all probability. Other ethical issues can be infringing with someone’s personal information since it is quite a common mistake while dealing with social platforms and also the fact of using the contents or pictures or others of a person that is not lawful. Violating others copyright is also one of the ethical issues that need to be keep within note (Ahern, Cilliers and Niemelä 2014).
There are not much of the changes that the organization needs to make for applying the innovation processes however some points like the change in the management system specially in the marketing department needs to be advocated so that the department becomes aware about the new process or the way of doing things and also about the latest marketing techniques the department needs to adjust with the new change and work accordingly (Leeuwis, 2013). The marketing department needs to be more active and also need to be fully updated about the works, the trends, the several business offers, the equipments, the projects that are being done by the organizations (Gobble, 2013). At the time of change, people are bound to have concerns about the information factor. Fletcher Building management requires explaining its people the need for the organization to move towards a definite course and the reasons for the change being the best idea for the time being. Once the concerns of the information are being satisfied, people would want to know the ways the change or the innovation would affect them at the personal level. Employees would always want to know the ways the changes would be implemented and where to venture in case of any technical backing and solutions to the issues that might occur. Many might be unaware of the technical application of the new technologies like the pre-fabricating materials or the detailed 3D BIM modeling that is being used by helping the construction professionals in creating better plans, generating faster results and staying within the budget. These are some of the changes that are very essential in this process and are also very important to fully execute the innovation (Leeuwis, 2013). CEOs and the leaders across the organization require altering the way they work. As they continue to inquire about driving results at the tactical extent, leaders are looking for fresh regulations in giving them competitive advantage and fueling new markets and services along with products. For the purpose of innovating in successful manner, it is essential in becoming conscious of the issues related to adaptation in time, resulting from changes economically and technically and finding solutions of the same through generation of the effective innovation procedure. Fletcher Building’s ability in competing in near future and the situation of profit to a greater level generally would be depending on this. Fletcher Building needs to find solutions to the following questions like:
In the entire innovation plan there can be resistance or conflict or issues and for that an model needs to be developed so that the hindrances can be overlooked and the work and be put forward. Some of the employees might not be on the same page with the organizational leaders on the changes that the company is thinking of bringing in within its work process. They might not be acquainted with the technological innovations that the company is thinking of. Unless the organization is able to bring everyone at the same table and hold discussions about the ways it would implement the change process, resistance would be a normal affair. There needs to be a proper plan on what needs to done, how it should be done and what are the backup strategies or plans in position if the initial plan does not work. A general or a simple model for combating resistances can be developed that will mainly consist of the diagnosis, evaluation and implementation (Leeuwis, 2013). Diagnosis is all about perfectly diagnosing the problems or the hindrances that are coming in the way or creating an obstruction and there after evaluating it or accessing its relation with the work moment and then finally implementing the desired or the chalked out plan of the work motive. This very model can be aptly used to manage the resistance or combat the resistance and help in the successful implementation of the plan (Leeuwis, 2013). Adkar model can be brought into the context here which consist of Awareness, Desire, Knowledge, Action and Reinforcement. Awareness is all about giving brief for the reason behind the modifications. Desire is to implant the need or the benefits that one can get from the changes. Knowledge is to learn the new changes that are going to come (Cai and Liu 2014). Action is to bring the thing into field or action. Reinforcement is to coach the entire thing. However in the process some negative publicity or the negative use of advertising or marketing can be done that needs to be handled with this very model.
Transactional leadership style would be appropriate here since it is all about being flexible and is also about taking the points or the views of the subordinates. This leadership style will help in the growth of the organization in an advanced way and would also help in the team bonding which is essential here (Cai and Liu 2014). New innovations require certain amount of change within the organization. It is thus important for the leaders of Fletcher Building to bring together the whole team and discuss the path they are thinking to follow in bringing about the changes and discuss clearly the role each of the employees would play. It is about working together and facing the issues co-operatively. At the time when the company goes through a phase of change it is essential for the employees and the organizational leaders to keep their level of communication at the best possible level. Any distort in the communication level would jeopardize the overall process of innovation change.
Strategies like communication, training and education, cultural ethics of the company, reward and motivation and flexibility of the working departments can be made for tactfully handling the resistance to change (Cai and Liu 2014). These strategies are very effective since it is helpful in dealing with the resistances or the hindrances that are there and thereby can form the right way for the development of business of an organization. The company management should opt for training in the best possible way so that its employees get acquainted with the latest technologies in the construction business. The training needs to be well communicated and if the company require can appoint someone from the outside who has the knowledge of the technological aspects that is doing the rounds in construction business. Every employee should be flexible and adaptive to the new technology that the company is thinking of bringing in into their system. These strategies will help in making a relaxing and a flexible working environment (Leeuwis, 2013).
Recommendation or suggestion for change management mainly include a good study of the market scenario and also the market trend and about the company’s strength and weakness also since these are the points that will help in creating the change procedure that needs to be implemented. It is also suggested that the management needs to analyze mainly the requirement of the change and it also needs to be deduced that how the changes would be constructed (Cai and Liu 2014). The company also needs to keep an eye on its competitors and the ways it have been picking pace within the market through the help of innovation change and attracting the property owners for selecting them for construction purpose. There should not be any gap in the desired changes and the implementation of the same within the workplace
References:
Ahern, J., Cilliers, S., & Niemelä, J. (2014). The concept of ecosystem services in adaptive urban planning and design: A framework for supporting innovation. Landscape and Urban Planning, 125, 254-259.
Cai, Y., & Liu, C. (2014). The roles of universities in fostering knowledge-intensive clusters in Chinese regional innovation systems. Science and Public Policy, 42(1), 15-29.
Christensen, C. M., Raynor, M. E., & McDonald, R. (2015). Disruptive innovation. Harvard Business Review, 93(12), 44-53.
De Massis, A., Frattini, F., Pizzurno, E., & Cassia, L. (2015). Product innovation in family versus nonfamily firms: An exploratory analysis. Journal of Small Business Management, 53(1), 1-36.
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Union, I. (2014). Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions. Brussels.
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